Mark Ritson: Tesco's 'fake farms' are a real headache for its own-label strategy

The National Farmers Union has asked Trading Standards to investigate Tesco over brands named after fictional farms, on the grounds that consumers believe they are exclusively UK-sourced. An adverse ruling would hurt its ability to compete with Aldi's private label brands.
The best way to understand Tesco and the state of its business is to ignore the analysts and just watch what it does with its private labels. I say that because…

Mark Ritson: Targeting or mass marketing? The answer is both - Phvntom Inc. • Marketing Agency

Mark Ritson - World Leading Expert in Marketing, Speaker

Tesco Claims Its 'relentless Focus' On Value Is Paying Off, 53% OFF

Morrisons reignites row over 'misleading' farm brands with ban

Off Kilter — Invencion: Strategic brand innovation

Post Covid-19: A BBH briefing to marketing leaders

ICYMI - thinkTV

Practice and Principles of marketing tenth edition 9781526849533, 1526849534, 9781526849540

Mark Ritson; 5 Marketing Things That Matter